Norm of reciprocity

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The norm of reciprocity is invoked in techniques used in advertising and other propaganda whereby a small gift of some kind is proffered with the expectation of producing a desire on the part of the recipient to reciprocate in some way, for example by purchasing a product, making a donation, or becoming more receptive to a line of argument. Typical examples of this technique include gifts of stickers and pens distributed by charities and flowers handed out by members of the Hare Krishna group.

[edit] References

Cialdini, R. B. (1984) Influence. New York, NY: Morrow. ISBN 0-688-04107-8
Pratkanis, A. & Aronson, E. (2001). The Age of Propaganda: The Everyday Use and Abuse of Persuasion. New York, NY: Owl Books. ISBN 0-8050-7403-1